|Title||THE HOOPS PROVING GROUND|
|Brand||NIKE BASKETBALL TAIWAN|
|Product / Service||KYRIE 2|
|Category||B03. Use of Exhibitions / Installations|
|Entrant||+ING INTERACTIVE Taipei City, CHINESE TAIPEI|
|Idea Creation||+ING INTERACTIVE Taipei City, CHINESE TAIPEI|
|Production||+ING INTERACTIVE Taipei City, CHINESE TAIPEI|
|JOLIE SHEN||NIKE TAIWAN||Executive|
|PO-TING LEE||Fablab Dynamic||Technical Director|
|JASON HUANG||Fablab Dynamic||Technical developer|
|JENNIFER HUANG||NIKE TAIWAN||MANAGER|
|SU WANG||NIKE TAIWAN||MANAGER|
|TINO LIN||NIKE TAIWAN||EXECUTIVE|
|PEI-KEN TSAO||+ing||Chief Creative Officer|
|YU-HSUAN CHAN||+ing||Art Director|
|TZU-CHIN SHAO||+ing||Technical developer|
|WEI-CHI CHAO||+ing||Business Director|
|CHENG-YUN SZE||+ing||Associate Creative Director|
The core of basketball footwear innovations is fulfilling any requirements under the real on-court situation, such as stability of ankle, better traction etc. We invented “The Hoops Proving Ground” to let consumer testing shoes just like on an authentic basketball court to experience product innovation.
We build challenging basketball drills set that delivered 1:1 interactive and responsive experience with motion sensors and projections, and we set a ranking board and giveaway player card to motivate consumer come back to trial again and again.
During the campaign, 800+ consumers experienced in 16 days and seasonal key product: Kyrie 2 sell through rate archive 100%. After trial, consumer shared their player card with personal challenge score on social which gained over 700,000+ social impressions.
Our challenge was to create an elevate trial experience that allow consumer to better understand Nike basketball footwear innovation. With physical limitation within a retail environment, we invented “The Hoops Proving Ground” to let consumer testing shoes just like on an authentic basketball court to experience product benefits. “The Hoops Proving Ground” is an interactive journey to ensure the consumer is purchasing the right footwear for their performance needs while exciting them with a unique and distinct elevated service.
Creative output that elevates a customized journey for each consumer. The hoops proving ground embody the sport of basketball while driving a service experience around product.